The range of meals is expected to be supported by a multimillion pound advertising campaign, including TV ads created by Isobel, which will kick off in March this year.
The range of six products – two ready-to-cook joints with stuffing, priced at £6, and four turkey steaks with a crust, which will be sold at £3.49 – each contain a sachet of gravy or sauce.
The range, positioned on the ready-to-cook section of the chilled aisle, will be sold initially in Sainsbury's from this week, followed by rollout in the other multiples.
They are the first co-branded products launched by Bernard Matthews Farms since it .
The company also resurrected the Bernard Matthews "bootiful" slogan last year to lure in consumers.
Turkey producers have long wrestled with the meat's association with Christmas, attempting to make it more popular at other times of the year.
Bernard Matthews Farms was unavailable for comment.
.jpg)
.jpg)